Many TV ads are now embracing popular themes and elements from the digital world in their creative, according to analysis from Kantar, the research firm.

Jane Ostler, evp/creative and media solutions at Kantar, discussed this topic during the LIONS Marketers Series held by LIONS, which, like WARC, is owned by Ascential.

Why it matters

As consumers spend more time in digital environments, the tools and trends from these platforms are becoming shared reference points for many audiences, and especially younger demographics. Brands can potentially engage these audiences if they adopt these motifs in smart, savvy ways.

Takeaways

Kantar used its...